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    Title: 通路自有品牌願付價格影響因素之研究-以家樂福量販店為例
    The Research on the Factors Affecting Willingness to Pay of Private Brands – An Empirical Study of Carrefour.
    Authors: 陳佳昱
    Contributors: 樓永堅
    陳佳昱
    Keywords: 自有品牌
    價格影響因素
    認知風險
    產品類型
    Date: 2009
    Issue Date: 2010-12-08 13:18:38 (UTC+8)
    Abstract: 根據經濟部統計處2008年的《零售業動態調查》，以綜合商品零售業中的「超級市場」與「零售式量販店」銷售額成長最為快速，導致大型零售店對品牌商的議價力明顯增強，甚至刺激了通路自有品牌（Private Brand）的蓬勃發展。近年來，多家知名連鎖通路皆推出各式各樣的自有品牌商品，且有逐漸「優質化、高品質」的趨勢，顯示低價已不再是所有自有品牌商品的主要訴求。

    過往國內外學術研究多從消費者特質與廠商策略兩個面向進行分析，調查影響自有品牌商品購買意願與市佔率的因素為何，卻鮮少有人延伸上述研究結果對自有品牌商品的價格差異進行分析。本研究擬由此方向出發，希冀藉由廠商實際銷售狀況與消費者認知感受等資訊，分析歸納出不同品類與廠商推廣策略下之自有品牌商品願付價格影響因素（本研究以製造商品牌平均售價與消費者對自有品牌願付價格之差異百分比衡量各品類的相對願付價格，並用願付價格折扣水準稱之），用以作為廠商未來價格訂定之參考，進而達成獲取最大利潤之目標。

    本研究考量產品多樣性與消費者熟悉度等因素之下，選擇以家樂福量販店作為主要研究對象，並根據過往文獻推估出產品類型（搜尋品/經驗品）、產品價位、產品購買間隔時間、製造商品牌數量、產品行銷推廣活動之強度等因素可能會藉由認知風險的差異影響消費者對自有品牌商品的願付價格，最後再將消費者願付價格與廠商實際定價進行分析比較，用以給予廠商價格調整之建議。

    本研究透過觀察法與問卷調查方式一共蒐集30種自有品牌商品之市場資訊與216位消費者之認知感受，並藉由複迴歸分析與相關分析歸納研究結果如下：（1）認知風險為影響消費者願付價格的最主要因素，因此若廠商欲推出價格較高的優質自有品牌，應以風險較低的品類為主。（2）產品的類型、價位與購買間隔時間為影響消費者願付價格的關鍵因素，而平面DM宣傳對消費者認知風險與願付價格的改善效果不大。（3）消費者對不同類商品具有不同的願付價格考量因素，因此目前自有品牌商品定價仍有改善與調整的空間。
    Reference: 一、中文部分
    1.王保進（2002），視窗版SPSS與行為科學研究，台北：心理出版社股份有限公司。
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    6.袁幸慈（2005），商店形象與自有品牌形象對自有品牌知覺風險、知覺品質、知覺價值與購買意願之影響－以大型量販店為例，國立成功大學國際企業研究所碩士論文，未出版，台南。
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    9.經濟部商業司（2002），流通業產業研究報告，經濟部，台北。
    10.經濟部統計處（2008），零售業動態調查，經濟部，台北。
    11.劉朝銘（2003），認知風險、涉入、品質與價值關係之研究－以網路商店為例，國立台灣大學資訊管理研究所碩士論文，未出版，台北。
    12.劉譯霜（2007），零售商自有品牌廣告對消費者的產品態度、自有品牌態度、購買意願之影響-以量販店為例，國立政治大學廣告研究所碩士論文，未出版，台北。
    13.蔡惠君（2006），消費者對於便利商店自有品牌態度及購買傾向之研究，國立中山大學企業管理學系研究所碩士論文，未出版，高雄。
    二、英文部分
    1.Aaker, D. A. (1996). Building Strong Brands. New York: Free Press.
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    4.Bettman, J. R. (1973). “Perceived Risk and Its Components - a Model and Empirical Test.” Journal of Marketing Research, 10(2), 184-190.
    5.Coe, B. D. (1971). “Private Versus National Preference Among Lower- and Middle-Income Consumers.” Journal of Retailing, 47(3), 61-79.
    6.Cox, D. F. (1967). “Risk Handling in Consumer Behavior-an Intensive Study of Two Cases.” Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard Business Press, 34-81.
    7.Cunningham, I. C. M., Hardy, A. P., & Imperia, G. (1982). “Generic Brands versus National Brands and Store Brands.” Journal of Advertising Research, 22(5), 25-32.
    8.Cunningham, S. M. (1967). “The Major Dimensions of Perceived Risk.” Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard Business Press, 82-108.
    9.DelVecchio, D. (2001). “Consumer Perceptions of Private Label Quality: The Role of Product Category Characteristics and Consumer Use of Heuristics.” Journal of Retailing and Consumer Services, 8(5), 239-249.
    10.Dhar, S. K., & Hock, S. J. (1997). “Why Store Brand Penetration Varies by Retailer.” Marketing Science, 16(3), 208-227.
    11.Dowling, G. R., & Staelin, R. (1994). “A Model of Perceived Risk and Intended Risk-handling Activity.” Journal of Consumer Research, 21(1), 119-134.
    12.Dunn, M. G., Murphy, P. E., & Skelly, G. U. (1986). “Research Note: The Influence of Perceived Risk on Brand Preference for Supermarket Products.” Journal of Retailing, 62(2), 204-216.
    13.Erdem, T., & Swait, J. (1998). “Brand Equity as a Signaling Phenomenon.” Journal of Consumer Psychology, 7(2), 131-157.
    14.Garretson, J. A., Fisher, D., & Burton, S. (2002). “Antecedents of Private Label Attitude and National Brand Promotion Attitude: Similarities and Differences.” Journal of Retailing, 78(2), 91-99.
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    19.Jacoby, K., & Kaplan, L. (1972). “The Components of Perceived Risk.” Proceedings of 3rd Annual Conference, Association for Consumer Research, 382-393.
    20.Kirmani, A., & Wright, P. (1989). “Money Talks: Perceived Advertising Expense and Expected Product Quality.” Journal of Consumer Research, 16(3), 344-353.
    21.Kwon, K.-N., Lee, M.-H., & Kwon, Y. J. (2008). “The Effect of Perceived Product Characteristics on Private Brand Purchases.” Journal of Consumer Marketing, 25(2), 105-114.
    22.Lichtenstein, D. R., Bloch, P. H., & Black, W. C. (1988). “Correlates of Price Acceptability.” Journal of Consumer Research, 15(2), 243-252.
    23.Moorthy, S., & Zhao, H. (2000). “Advertising Spending and Perceived Quality.” Marketing Letters, 11(3), 221-233.
    24.Murphy, P. E. (1978). “The Effect of Social Class on Brand and Price Consciousness for Supermarket Products.” Journal of Retailing, 54(2), 33-44.
    25.Narasimhan, C., Neslin, S. A., & Sen, S. K. (1996). “Promotional Elasticities and Category Characteristics.” Journal of Marketing, 60(2), 17-30.
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    三、網路部分
    1.家樂福官方網站。http://www.carrefour.com.tw/index.asp
    2.楊雅民（2008）。通路商抗通膨，狂打自有品牌。自由時報電子報。2008年4月2日，取自http://www.libertytimes.com.tw/2008/new/apr/2/today-e21.htm
    3.PLMA website. http://plma.com/showinfo/showinfo2009.html
    Description: 碩士
    國立政治大學
    企業管理研究所
    97355031
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097355031
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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